Plan de marketing para el restaurante The Garage de la ciudad de Guayaquil.

Abstract

The present degree Project proposes a plan of commercialization for the restaurant of specialties to the charcoal "The Garage" of the city of Guayaquil, which is divided in five chapters. The first chapter is the entire contextual framework, which brings up the concepts and relevant information with the proposed plan. The second chapter describes the general aspects, the business environment and the situational status of the company. The third chapter, describe the whole process of market research; This research analyzed the important factors when choosing a restaurant that offers meals to coal, it was analyzed tastes and preferences of the population, most used media; In addition, there was evidence of consumer perceptions of competition, among others. The objective of the sample was directed for men and women between 20 and 54 years old in the city of Guayaquil. It should be noted that the results of the research are aligned with chapter four, which emphasizes the marketing plan; where strategies such as segmentation, positioning, Ansoff, competitive profile, and marketing mix were analyzed. By putting into practice all the ideas put forward, it is expected to be able to publicize and potentiate the attributes of the "The Garage" brand in the way that can be seen reflected in the restaurant's income. Finally, in chapter five the financial analysis is looked for, where the income and expenses are detailed, so that a cash flow of increase in sales can be made, after the marketing campaign; this analysis will measure the feasibility of the project.